Mobile is often cited as the glue that holds together the multichannel experience as the technology is able to bridge the gap between in-store and online channels.
And it tends to be the retailers that were quick to embrace mobile technologies – such as local search or a mobile optimised site – that have continued to thrive and stay in tune with consumer behaviours.
For example, the new Econsultancy Multichannel Retail Survey shows that 44% of smartphone owners have used their mobile to find details about a retailer (e.g. nearest outlet or opening times), up from 32% in 2012.
But as we’ve previously seen, many businesses are failing to take advantage of the opportunities afforded by the increase in mobile search.